UX and/or Conversion Help for Ecommerce

[Prime85]

Good Morning,

We recently revamped and relaunched our ecommerce website and we believe we have built a great site that is easy to navigate, find what you're looking for, get all details, and purchase.

We were hoping to get some of the Moz community to take a look at the site and let us know if you have any suggestions on usability or conversion techniques that we could implement to improve user experience and amount of orders placed.

You can view our site here

Looking forward to your feedback.

Thanks in advance

[JordanLowry]

I don't have any specific recommendations based on the current design of the site however I do have a tool I want to recommend that could help. I recently came across a neat free tool called hot jar which has built in heatmaps,scroll maps, click maps etc. It even records user sessions so you can see how your shoppers are engaging with your site. I recommend you check it out and see what nuggets you can uncover with it.

[Andy.Drinkwater]

Another vote for HotJar. Great for a free tool.

It's always going to be awkward to get critique in any forums but here is some required reading that could help give you some pointers. If nothing else, you will be able to draw comparisons between what you have done and what has worked for others.

• Beginners guide to Conversion Rate Optimisation
• Website Usability Tips
• 100 CRO case studies

-Andy

[Mark.]

Input from the Moz community is great, but input from your own users is even better! I agree that tools like Hotjar or Inspectlet are a good way to measure the user experience. Just watch some recordings of users to get an idea of what they do on the site. This way you get some good understanding about their behavior and where they get stuck/leave.

Alternatively you could do some usability testing with users. Research from Jakob Nielsen shows that in most cases you only need to test with 5 users to find around 75% of the usability problems. With the Retrospective Think Aloud (RTA) method you can set up tasks for users to test and record on your website. Afterwards you can ask the users some questions about their actions, while watching the recording with them. The RTA method is especially useful with eye-tracking, but you can also just use it when recording a screen.

This requires more effort and time than watching recording in Hotjar or Inspectlet, but it will definitely give you some very helpful insights. Here's an helpful article from Tobii about RTA: http://acuity-ets.com/downloads/RTA%20usability%20guidelines%20short%20paper.pdf

One thing I can suggest is to place your most popular/sold product on the first row. So they are always above the page fold and easier for your users to find without scrolling.